Footage of a female singer being groped by a male backing dancer in a set-up 'prank' as she rehearsed for a performance on an Italian TV show has caused outrage.

Eurovision 2014 contestant Emma Marrone can be seen in the video below repeatedly pushing the dancer away several times, before being told it was just a joke.

In the extremely uncomfortable routine that interrupted her singing, Emma could heard telling the dancer "no, a bit less". She later tells the show's staff: "I don't want to be a prude – but when he touches me so much, I can't sing. This isn't dancing."

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It was only when she eventually pushed the dancer to the floor and shouted at him and the choreographer that producers revealed it was all a prank at her expense.

The video was also posted to talent show Amici di Maria de Filippi's Facebook page with the caption "'A little less' #QuoteoftheDay! Did you see the joke we played on our Emma Marrone?"

It's sparked an intense debate in the video comments about whether the programme's prank went too far – and whether it makes a mockery of the very real issue of sexual harassment.

And now, one organisation campaigning against sexual violence in Italy has called for the government to step in and bring in ethical guidelines for the media.

"In a country like Italy, affected by high levels of femicide and violence against women, the mass media is contributing to a dangerous culture," Cristiana De Lia, founder of La Malafemmina, told The Local.

The petition from La Malafemmina – which also calls for Amici to apologise, as well as the resignation of those responsible for the so-called prank – now has over 16,000 signatures.

However, the team on long-running satirical show Striscia la notizia described the moment as "the funniest joke of the year," and presented Marrone with an award given out each week to celebrities who have been humiliated.

She laughed when she accepted the award, but said: "In that moment, I felt very strong emotions."

De Lia added: "As well as affecting the singer, a 'joke' like this affects all victims of violence and abuse, making them believe that abuse is normal – so normal, in fact, that we should laugh about it."

Maria de Filippi, who hosts Amici, played down any suggestions that the prank normalises harrassment.

"If some people think that the joke was sexual assault, that means the world has turned upside down," she told Il Fatto Quotidiano (via The Local).

"I don't think that anyone who is even slightly rational could think such a thing."

If you've been affected by the issues raised in this story, Rape Crisis England and Wales (0808 802 9999) and Rape Crisis Scotland (08088 01 03 02) are among the organisations working towards the elimination of sexual violence and sexual harassment.

Readers in the US are encouraged to contact RAINN, or the National Sexual Assault Hotline on 800-656-4673.